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Annual Conference


Valerie Peña

Valerie Peña photo
Associate Vice President, Branding and Marketing, and Chief of Staff
vpena[at]indiana [dot] edu

Valerie Peña has been with Indiana University since December 2008 and an Associate Vice President since 2011. Her position within the Offices of Public Affairs and Government Relations and the Office of Engagement oversees the daily operations of PAGR as well as the direct oversight of the marketing and PR portfolio of IU Communications.

Peña was the lead administrator on the merger of the marketing and communication offices for IUPUI, IU School of Medicine, IUB and UA and created the office of IU Communications, which serves as a university-wide partner to all the IU campuses and schools. Prior to working at Indiana University, Peña was the Senior Vice President for Oliver Winery and responsible for the marketing and public relations efforts of the winery in 12 states. She also oversaw government relations and daily operations and sales of the tasting room. She was creator of the winery’s branding initiative and tagline “Locally Crafted, National Recognized,” which is still being used today.

As the former executive director of the Bloomington/Monroe County Convention and Visitors Bureau, where for 20 years she lead the CVB in the development and marketing of the community as a tourism and convention destination, she developed the brand and tagline “Breakaway to Bloomington” and led the community’s largest growth spurt in tourism.

Peña is a graduate of the University of Oklahoma with a degree in journalism, with an emphasis in advertising and public relations. She's also a huge proponent of the integrated communication movement.

Session title:Are You Ready to Help Make the IU Brand Bold?"

For more information about this session, see the program.